There is room in the industry for firms to increase their market share, though because of
the maturity of the industry, this will ultimately come at the expense of the market
shares of other firms. The main method by which firms can increase market share is by
increasing volume. This is ultimately related to the effectiveness and execution of
marketing campaigns and consumers’ acceptance of new products. Firms will need to
create new products that adapt to the changing lifestyles and preferences of consumers,
which have shifted in the last decade toward a focus on health and wellness. There is
also the potential for growth through mergers and acquisitions, though this is limited
by the degree of consolidation present at the large firm level